The Natural Confectionery Company’s lollies are free of artificial flavours and artificial colours. But Saatchi & Saatchi didn’t harp on this.

The agency found a much more compelling reason for mums to feel good about giving the lollies to their kids…

…one that fits comfortably in the current conversation about parenting that’s less restrictive.

The campaign called Being a Kid Never Changes, uses parallel stories of two girls growing up. One is the mother, the other the daughter. The heart-tugger reminds mums to take time out to embrace innocent childhood pleasures, like hanging upside down, riding a bike on the pavement…and eating lollies from time to time.

That the Natural Confectionery Company’s lollies are free of artificial additives is presented as a bonus after the ad has clinched the deal. And the sugar debate has been drowned out completely.

Nice creative strategy, Saatchi & Saatchi.

Credits

Agency: Saatchi & Saatchi

Executive creative director: Mike Spirkovski

Creative director: Mauricio Alarcon

Writer: Mauricio Alarcon

Associate creative directors: Dan O’Connell & Sam Chappell Senior

Producer: Esme Fisher

Managing partner: Catherine Harris
Senior Business director: Luke Algar
Senior Business Manager: Samantha Russo

Production company: Robber’s Dog

Director: Ben Quinn
Director of Photography: Lachlan Milne

Editor: Bruno Barthas

Post production: Cutting Edge
Colourist: Dwaine Hyde
Producer: Fiona Patterson

Sound: Nylon Studios
Sound designer: James Martell
Music: Level Two
Animation: Buck